Advertising encompasses an enormous industry and

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Unformatted text preview: same manner as true advertising. Advertising encompasses an enormous industry and clearly is the most visible form of marketing connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 2/4 9/15/13 M cGr aw- Hill Connect - Ebook communications—so much so that many people think of marketing and advertising as synonymous. Global advertising expenditures are almost $500 billion, and almost half that amount is spent in the United States. Although expenditure has dropped somewhat in the tough economic climate, advertising remains virtually everywhere.7 Yet how many of the advertisements you were exposed to yesterday do you remember today? Probably not more than three or four. As you learned in Chapter 5, perception is a highly selective process. Consumers simply screen out messages that are not relevant to them. When you notice an advertisement, you may not react to it. Even if you react to it, you may not remember it later. Even if you do, you still may not remember the brand or sponsor, or, worse yet (from the advertiser's point of view), you may remember it as an advertisement for another product.8 T o get you to remember their ad and the brand, advertisers must first get your attention. As we discussed in Chapter 17, the increasing number of communication channels and changes in consumers' media usage have made the job of advertisers far more difficult.9 As our opening examples about eHarmony and Dove demonstrated, advertisers continually endeavor to use creativity and media to reach their target markets. As a consumer, you are exposed only to the end product—the finished advertisement. But many actions must take place before you actually get to see an ad, as the T oolkit available for this chapter will show you. In this chapter, we examine the ingredients of a successful advertising campaign, from identifying a target audience to creating the actual ad and assessing performance. Although our discussion is generally confined to advertising, much of the process for developing an advertising campaign is applicable to many of the IMC media...
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This note was uploaded on 01/25/2014 for the course BADM 320 taught by Professor Staff during the Winter '08 term at University of Illinois, Urbana Champaign.

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